Abstract

Social commerce has been booming across nations for the past decade. The advent of social media has propelled the growth of social commerce platforms in distinct ways. Accordingly, consumers increasingly experience digital interruptions through social commerce platforms. These interruptions can be categorised as platform-driven or consumer-driven depending on who triggers consumers’ break from scrolling on the social media platforms. With the help of social commerce and IT interruptions literature, we conceptualize the heterogeneous impact of digital interruptions among social commerce users. We aim to test the proposed research framework through experiments and outline the implications for the future.

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